The medium is the message

 In 1964, famed media scholar and theorist Marshall McLuhan introduced the phrase “the medium is the message” in his groundbreaking book Understanding Media: Extensions of Man.  What exactly did McLuhan mean by this phrase?  What does this phrase say about the difference between medium and content? Provide an example of how this phrase would apply to any contemporary medium today.  How does your selected medium “create a new form of awareness” as McLuhan theorized?